The Estée Lauder Companies has announced its first ever investment in a Latin American beauty brand through the acquisition of a minority stake in Xinú, a Mexican luxury fragrance brand inspired by the abundance and exoticism of the American continent.
Since its founding in 2017, Xinú has created a distinctive universe where fragrance, design, and storytelling converge. The brand is celebrated for its sensorial retail spaces, sustainable design ethos, and products that honor heritage while reimagining modern luxury.
“Mexico has become a vibrant hub of fragrance innovation — a place where craftsmanship and cultural relevance come together in remarkable ways. Xinú embodies this spirit, redefining contemporary luxury through authenticity, artistry, and storytelling,” said Stéphane de La Faverie, President and Chief Executive Officer, The Estée Lauder Companies. “As a minority investor, we are proud to support Xinú as it continues to grow and share the rich creativity and spirit of Mexico and Latin America with the world.”
Behind Xinú are three founders with complementary expertise’s. Verónica Peña leads the brand’s olfactory vision. With more than 30 years of experience in concept design and brand creation, Ignacio Cadena brings a bold aesthetic that defines the brand’s visual language, while Héctor Esrawe — one of Latin America’s most celebrated industrial designers — contributes a meticulous eye for detail and an avant-garde sensibility that reinforces authenticity as a cornerstone of the house. Together, they have built a brand grounded in sustainability and intention — where objects are designed with longevity in mind and ancestral practices are reinterpreted for modern life.
The Estée Lauder Companies – which also owns world’s famous fragrance brands such as Estée Lauder, Aramis, Jo Malone London, Tom Ford, Le Labo, Editions de Parfums Frédéric Malle, Kilian Paris, or Balmain Beauty – made the minority investment through its strategic early-stage investment and incubation arm, New Incubation Ventures (NIV).
Xinú de las Americas is currently selling in México and the USA.
